dicas de games

March 2010

Putting Gamers First

Nigel Dessau

Chief Marketing Officer, AMD

| Gamers First | March 20102

What Matters to Game Developers

A company committed to gamers, gaming and the spirit of fair play

A great gaming experience

March 2010

AMD’s Gamers’ Manifesto


We Commit to Driving Innovation

InnovationWe have brilliant engineers and we will give them the support and freedom to invent great technologies

We will consult with the gaming community to help align our innovations to their wants and needs


We Commit to Industry Standards

We will participate in the development and cultivation of industry standards

Wherever feasible we will move quickly to move our innovations into the industry standards

IndustryStandards


We Commit to Supporting PC Gaming

We will wholeheartedly throw our support behind the PC gaming industry to help it thrive and flourish

We will provide the technical and business support game developers need to help make their games a success

SupportingDevelopers


AMD Changing the Game

Education & Technology


We Commit to Putting Gamers First

At the heart of all of our efforts is the mandate to help make gamers’ experiences better

All gamers, those with AMD hardware in their system, or not, deserve the best gaming experience possible

GamersFirst


AMD’s Commitment to Gamers

Gamers

Jumpstart and then drive innovation into industry standards

Align roadmaps with Developers needs

Create large technology install bases for developers

March 2010 | AMD Confidential

Neal Robison

Director, ISV Relationship Management


Our Focus

Respect our developers and the gamers

Deliver a better gaming experience

Make the biggest difference possible by aligning with the industry, not bifurcating it


What are the Gamers Saying?

HardOCP Poll: Which would you rather:

Eyefinity: 73.17%

PhysX: 12.89%

Don’t care: 13.34%

Gamestar Poll: Which is more important to you:

DirectX 11: 54.50%

PhysX: 15.00%

Both equally important: 18.40%

Both unimportant: 12.1%

Both unimportant - 12.1%

Both equally important - 18.4%

PhysX - 15%

54.5% - DirectX 11

PhysX

Eyefinity

Don’t Care

37

210

40

12.89%

73.17%

13.34%

http://www.hardforums.com/showthread.php?t=1493621

http://www.gamestar.de/index.cfm?pid=842&pk=10669


Tessellation Engine became Tessellation in DirectX 11

3Dc became BC5 in DX10

JEDEC’s GDDR3/4/5 standards driven by DRAM committee chair Joe Macri (AMD CTO)

Significant IP contributor to DisplayPort

Alternate Frame Rendering now common mechanism for multi-graphics solutions

Fueling Industry Standards with Innovation


Success - DirectX 11

EA Phenomic BattleForge

GSC Gameworld S.T.A.L.K.E.R.: Call of Pripyat

Codemasters DiRT 2

Rebellion Aliens vs. Predator

Unigine Unigine Engine (Heaven Demo)

EA DICE Battlefield: Bad Company 2

Turbine D&D Online: Eberron Unlimited

Kylin MMO

EA DICE Frostbite 2 Engine

Trinigy Vision Engine

Turbine Lord of the Rings Online

Shipping Now: Coming Soon:

Fastest selling game of 2010:130,000 units in first weekend1

Two of the Top 3 games on Steam2

1. http://www.chart-track.co.uk/?i=797&s=1111

2. http://news.bigdownload.com/2010/02/22/aliens-vs-predator-on-

top-of-latest-steam-top-10-best-seller-lis/


Chris Kingsley

CTO, Rebellion

Aliens Vs. Predator™


About Me

• Chris Kingsley

• Co-founder of Rebellion

• Along with my brother, Jason

• Ex-programmer


Rebellion

• Europe’s number 1 “super-developer”

• Founded in 1992

• 19 worldwide Number One hits

• Stacks of Awards

• 2000 AD


Rebellion Games

• Alien Vs Predator - Atari

• Aliens Vs Predator - Fox Interactive, 1999

• Aliens Vs Predator - Sega, 2010

• The Simpsons Game - EA

• Call Of Duty World At War Final Fronts - Activision

• Star Wars Battlefront Elite Squadron - LucasArts

• Sniper Elite - MC2 / Ubisoft / Namco

• Judge Dredd: Dredd Vs Death - Vivendi

• Delta Force Black Hawk Down - Novalogic

• Rainbow Six - Red Storm

• and many more...


Aliens Vs Predator – the Game

• Publisher: SEGA

• Genre: FPS

• Release Date: February2010

• ESRB Rating: M (Mature)

• Platforms: Xbox 360, PlayStation 3 and PC

• Official Site: http://www.sega.com/games/aliens-vs-predator/

http://www.sega.com/games/aliens-vs-predator/






Overview

• An all-new game for PC and hi-def console, from the maker’s of the original 1999, critically acclaimed classic.

• A triple-A cinematic FPS experience like nothing else on the market, bringing together 3 distinct experiences in one game.

• Stand-out, fan-favourite IP delivered with incredible production values that reference the films’ universe.

• Three games in one plus multiplayer = immense and long-lasting customer value.


Aliens Vs Predator

• World-wide Number One hit

• Sega’s fastest selling title ever

• Fastest selling tile of the year so far

• Sega’s record for magazine covers

• More magazine covers than Modern Warfare 2

• Sold out


Working with AMD

• AMD Developer Relations

• Worked with us for over 12 years

• Richard H used to have an even more lovely and fuller head of hair then!

• Technical Evangelism

• They tell us how great things will be

• And we do all the hard work (not really)

• AMD work with us to get the best out of our games

• Meetings, seminars, test services, advice, coding help

• Cool new hardware

• delivered in brown padded envelopes…


Working with AMD (Cont.)

• We love working on the best new stuff

We can do more, look better, run faster

– Access to cool new hardware

delivered in brown paper bags!

Except Eyefinity Monitors

– Get to hang out on Aircraft Carriers


DirectX 11 Features

• Full retail AAA DX11 title in Q1 2010

• Extensive use of DX11 features to add performance and visual quality over the DX9 version

Character tessellation for more realism and immersion

The Alien up close has never been more terrifying!

Faster and better post-processing effects using Compute Shaders

More realistic shadows


DirectX 11 Feature: Character Tessellation


ATI Eyefinity Support

• Aliens Vs Predator Validated for ATI Eyefinity

On release

• Great for gamers

• Awesome experience

Helps Alien gameplay a lot

Some extra work

A challenge with the Alien’s wide field-of-view

– Don't just take my word for it

See it for yourself


See the game for yourself

• Demo machine

• Eyefinity 3x1


Aliens vs. Predator™ Attribution

© SEGA. Aliens vs. Predator™ & © 2010 Twentieth Century Fox Film Corporation. All Rights Reserved. Technology ©2010 Rebellion®. SEGA and the SEGA logo are registered trade marks or trade marks of SEGA Corporation. All rights reserved


Thanks!


Neal Robison



Our Success – ATI Eyefinity Technology


Success – ATI Eyefinity Technology

Aliens vs. Predator

Anno 1414 – Dawn of

Discovery

Battlefield Bad Company 2

Battleforge

Dawn of War 2

Dawn of War 2: Chaos

Rising

DiRT 2

Dragon Age: Origins

Elder Scrolls IV: Oblivion

Half Life 2

Need for Speed: Shift

Portal

Team Fortress 2

World of Warcraft

Aion

AVATAR

Batman: AA

Bioshock

Call of Juarez: Bound in

Blood

Crysis

Crysis Warhead

Fallout 3

League of Legends

Left 4 Dead

Left 4 Dead 2

Napoleon: Total War

Operation Flash Point

RaceDriver: GRID

S.T.A.L.K.E.R: Call of

Pripyat

S.T.A.L.K.E.R: Clear Sky

Supreme Commander 2

Wolfenstein Multiplayer


Chris Taylor

CEO & Founder, Gas Powered Games


Neal Robison



Open Physics Initiative

Enabling true industry-wide support

Free, unrestricted access to cutting-edge physics capabilities for PC game

developers

Advanced libraries supporting both GPUs and multithreaded CPUs

No proprietary vendor lockouts

Bullet Physics

Rigid body simulation, cloth, fluids, particle systems

Strong cross-platform adoption in PC and console games today

Open source physics libraries using OpenCL and DirectCompute 11

Pixelux DMM

Digital Molecular Matter material physics technology

Beyond rigid body physics - soft bodies, deformable & breakable objects, fracturing

Tightly integrated with Bullet Physics, compatible with any rigid body system

FREE DMM2 with OpenCL acceleration


Open Stereo 3D Initiative

Interoperable hardware & software

• Work with ecosystem partners to enable multiple solutions

• Encourage co-operation and standards development with industry-wide participation

• More choice, more innovation, and lower cost

Stereo 3D Capabilities –Coming Soon

• ATI Eyefinity Technology

• 120 Hz 3D displays

• Active & passive shutter glasses

• Quad buffering

• DirectX 9/10/11 support

• Blu-ray 3D movies

• Stereo 3D notebooks

• Bundled solutions


Engaging with Developers

Marketing engagement

Technical engagement


Marketing Programs

Providing marketing support to PC game developers (exclusive and non-exclusive, large companies and small)

What we do: Bundling, co-marketing and advertising


Support and Integration with Partners

Help AIB partners develop custom packaging and board artwork designs to promote games and bundles

Promoting AMD CPU, Motherboard & Graphics with games across North America and Europe through channel partners

Run extensive ad campaigns in support of bundles and games on gaming and technology sites

Work closely with OEM and System Integrator partners to help drive sales increases


David Anderson

Senior Director, Head of Business Development


Neal Robison



Success – Recent AAA Titles


Richard HuddyDeveloper Relations Manager


Marketing engagement


Engaging with Developers



Developer tools

Product development

Living Our Commitment – Support for Developers


Close to where the developers are

Focused on enablement

Swimming with the current, instead of up-stream reduces need for massive teams

9 languages, 30+ countries supported

Our ISV Team


Looking for ways to improve the game

Finding efficiencies

Helping to enable cutting-edge features

Educating developers on latest development standards

Providing tools and hardware at critical inflection points

Engineering Support


Kevin O’LearyProduct Manager, EA


Battlefield: Bad Company 2

• AMD and DICE have been working closely together for over 6 years

• DICE has been involved with DX11 development from a very early stage

• Battlefield: Bad Company 2 is the first PC Battlefieldgame to utilise the Frostbite engine.

• DX11 and Eyefinity support are strong additions to the PC


Battlefield Bad Company 2

• DX11 support is integral to future iterations of the Frostbite engine.

• DX11 improves the overall performance and softens the dynamic shadows in-game

• Eyefinity 3x1 offers a more immersive experience and has competitive advantages

• Thanks to close collaboration with AMD, DICE now has the ability to make the best possible PC games in the future.


Richard HuddyDeveloper Relations Manager


S.T.A.L.K.E.R. – Clear Sky

Deferred rendering engine didn’t allow MSAA

AMD engineers worked hard to ensure MSAA worked with DirectX 10.0 AND DirectX 10.1 – to the benefit of gamers with competitor’s cards.

Also helped implement ambient occlusion and helped improve the quality of the shadows

Our Successes – GSC Game World


Align hardware technologies with the needs of upcoming games

In-depth architectural tours with developers at the cutting-edge of PC game development

Connect AMD’s CTO-level expertise with ISV’s lead developers to find out what they want and need

Discussions have direct and deep impact on our product development

Product Development


Long history of providing tools to developers

RenderMonkey, GPU MeshMapper, Normal Mapper, Tootle, CubeMapGen, The Compressonator, GPU Shader Analyzer, GPU PerfStudio, ATI Stream Profiler

Help developers maximize performance and feature potential

Create tools that help developers quickly implement new industry standards

Developer Tools


Helping game developers with the rapid transition to DirectX 11 with state-of-the-art tools

Preparing for the transition to Fusion with key developer tools for OpenCLand DirectCompute

Tools in active development include:

– GPU PerfStudio (including Shader Debugger and Profiler)

– GPU ShaderAnalyzer/Stream KernelAnalyzer

– ATI Stream Profiler

– ATI Stream Debugger

Current Tools Focus


New ATI Eyefinity Technology SDK on AMD.com soon (mode enumeration, topology, main display identification, etc)

In-depth feedback given to developers and to AMD driver teams

With ATI Catalyst 10.2 and its new profile mechanism, driver updates can be delivered quickly

New ATI Eyefinity Technology Validation Program

Deltas can occur on either the AMD or developer level; we have some ground to make up

Continuous Improvement


Neal Robison Director, ISV Relationship Management


AMD has had successful Gaming ISV engagements for several years

Today we build upon that with:

a clear statement of principles

a renewed commitment to enhanced technical and marketing support

the introduction of a proper name and identity

AMD’s Gamer-Focused Program


AMD Gaming Evolved is:

A new name and identity – clearly distinguishes what we do with the gaming community

A reflection of our ongoing commitment to gamers

An indication of the depth of technical and marketing engagement with game developers

Introducing...


Help our software partners deliver

compelling technology to meet new market

demands

Offer a program that delivers content,

tech enablement, development resources and marketing support

Make it easier for software partners to develop innovative solutions based on AMD technology

Help software partners expand sales network through AMD’s extensive ecosystem

Platforms

Partnerships

Technical Enablement

Foundation Benefits

PR & Social Media Support

Partner Training & Communication

Resource Center

Partner Management

AMD Fusion Partner Program


1. Gamers Manifesto (Statement of Principles)

2. Technical and Marketing Enablement

3. Program Identity

Gamers Come First


Nigel DessauChief Marketing Officer, AMD


DISCLAIMERThe information presented in this document is for informational purposes only and may contain technical inaccuracies,omissions and typographical errors.

The information contained herein is subject to change and may be rendered inaccurate for many reasons, including but notlimited to product and roadmap changes, component and motherboard version changes, new model and/or product releases,product differences between differing manufacturers, software changes, BIOS flashes, firmware upgrades, or the like. AMDassumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revisethis information and to make changes from time to time to the content hereof without obligation of AMD to notify any personof such revisions or changes.

AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NORESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.

AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULARPURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHERCONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD ISEXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

ATTRIBUTION© 2010 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, ATI, the ATI logo, Catalyst, CrossFireX,Radeon, and combinations thereof are trademarks of Advanced Micro Devices, Inc. DirectX, Microsoft Windows and Vista areregistered trademarks, of Microsoft Corporation in the United States and/or other jurisdictions. Other names are forinformational purposes only and may be trademarks of their respective owners.

Disclaimer & Attribution

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